What is TOFU (Top of Funnel)?
TOFU, or Top of Funnel, refers to the first stage of the marketing funnel where the focus is on building awareness and attracting new audiences. In ad networks, TOFU campaigns aim to reach a broad but potentially relevant audience who may not yet know about the brand, product, or service. Content at this stage is typically educational or entertaining—such as videos, blog posts, or social ads—to spark initial interest.
The goal is not immediate conversion but to generate traffic, increase visibility, and start nurturing prospects. TOFU strategies are crucial for long-term growth, filling the funnel with potential customers who can later be moved through the middle (MOFU) and bottom (BOFU) stages with retargeting and more direct offers. Metrics include impressions, reach, and engagement.
